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CHIN LC THM NHP CA STARBUCKS VO TH TRNG CAF TP.

H CH MINH
I. GII THIU STARBUCKS NNG LC TH MNH:

Gii thiu s nt
Cng ty Starbucks l mt thng hiu c ph ni ting trn ton th gii, c tr s Seattle, Washington, Hoa K.Starbucks l qun c ph ln nht th gii, vi 17,800 qun 49 quc gia, bao gm 11,068 qun Hoa K, gn 1,000 Canada v hn 800 Nht Bn. Starbucks l mc tiu ca cc v biu tnh v cc vn nh chnh sch cng bng thng mi, quan h lao ng, tc ng mi trng, quan im chnh tr, v cc hnh vi phn cnh tranh. Kinh doanh loi hnh cng cng, s lng tr s l 17,000, gm cc cng ty con: Starbucks Coffee Company, Tazo Tea Company, Seattle's Best Coffee, Torrefazione Italia, Hear Music, Ethos Water. Lch s hnh thnh Ca hng Starbucks u tin c m Seattle, Washington, ngy 30 thng 3 nm 1971 vi s hp tc ca 3 thnh vin: gio vin ting Anh Jerry Baldwin, gio vin lch s Zev Siegl, v nh vn Gordon Bowker. Trong nm u tin hot ng, h mua ht c ph xanh t Peet, sau bt u mua trc tip t ngi trng. Ngy 07/09/1982, Howard Schultz bt u lm vic ti ca hng Starbucks u tin Pike Place Seattle Market. Lc , ng l nhn vin tip th ca cng ty. Chuyn cng tc i Milan v Verona khin ng tin rng thc s thnh cng, qun c ph phi bn c c ton b c ph ht v c ph nghin, c thc ung c ph, ht c ph cng nh cc loi u. V cc ng ch ca ng khng mun lm iu ny nn ng thnh lp cng ty ring thc hin tng ca mnh. Cng ty tn l Il Giornale. Nm 1987, ng mua c phn cng ty ca cc ng ch c v tr thnh Gim c iu hnh ca Cng ty c ph Starbucks.V phi mt 40 nm xy dng c h thng 16.000 ca hng trn khp th gii. Khng ai khc, chnh Howard Schultz vi Starbucks em li cho ngi M thi quen ung c ph mi ni, mi lc.

nh gi nng lc ca Starbucks
Thng hiu Starbucks c chm cht hn bt k nhn hiu c ph no trn th gii Nhng tng sng to trong vic marketing sn phm, mang thng hiu Starbucks tip cn gn gi vi lng khch hng tim nng l iu v cng quan trng v to nn s thnh cng cho thng hiu. Starbucks lm c ph tr thnh mt ung thng thc nhng li cho mi i tng khc nhau, cc khu vc a l v dn c x hi khc nhau. Do , Starbucks tht s nng

ng v linh hot trong chin lc marketing xy dng thng hiu ca mnh. Nng lc ca Starbucks c th hin qua: Menu starbucks Nhng thc ung ngon lnh c ch bin th cng bng tay v nhng mn n mang hng v tuyt vi, chnh l b mt lm cho cuc sng tt hn, l li tuyn b khng ngoa ca Starbucks. Tch c ph hon ho v mt ba n nh ngon lnh c th lm nn mt ngy ca bn. V vy, Starbucks a ra mt thc n sao cho chc chn rng tt c mi th m bn chn c cht lng tt nht.Vi 3 mng chnh trong menu bao gm: Thc ung: Vi 8 chng loi chnh nh thc ung ng chai, c ph nu, thc ung socola, thc ung cho tr em, thc ung espresso,v trong mi loi ny cn c hn 10 mi v c th khc nhau. Thc n: Vi 8 chng loi chnh nh bnh ngt; thc n sng; sandwich, panini (bnh sandwich kp kiu ) v bnh Wraps; kem, bnh pudding ya-ua kem sa;saladv cng c 3 n 4 s la chn cho mi chng loi. Thc phm dinh dng: c cng ty c bit thit k tt cho sc khe khch hng, gm thc n, thc ung dinh dng, thc ung di 200 calories, thc n di 350 calories. Cng ty cung cp d liu cho thy nhng g bn trong thc phm v ung ca mnh khch hng c s la chn tt nht cho mnh. Nhng mn n thc ung trong menu ca Starbucks c th d dng thy chng v cng a dng v c sc, nhng chng khng c cng b rng ri ra bn ngoi. Ch cn bn nh rng khng phi tt c tn tui ung u c ph qut, nhng nu t nht bn c th gii thch c thc ung y nh th no l c th nhn c n t nhng th pha c ph. Chin lc marketing hiu qu: Chnh sch s dng m nhc khuch trng thng hiu: tht ra nhn hiu Starbucks v sn phm ca n khng lin quan g n m nhc nhng chnh sch s dng m nhc trong cc khu qung co, marketing sn phm s bin tn tui h tr nn tr trung v snh iu. Cho n gi vn cha c cng ty no tn dng m nhc thnh cng nh Starbucks. Vi hn 7,500 ca tim khp ni, cc nh qun l Starbucks nhn thy cc khch hng quen thng a thch nhng bi ht quen thuc m ca hng thng chn. Chin lc a knh tip cn ngi tiu dng: hin Starbucks c cng nhn l thng hiu s mt v li cun ngi tiu dng bng cc mng truyn thng x hi. Starbucks ang nm trong tay 5 triu ngi hm m trn Facebook, 500.000 ngi trn Twitter. Ngoi ra, website: http://www.mystarbucksidea.com/ ca tp on nhn c 88.000 tng sn phm, dch v t cc thnh vin, trong c 52 tng c trin khai.

Gi tr cnh tranh: 11 im vt tri lm nn thnh cng cho ca hng c ph Starbucks: Ch vi 2 l tn v 1 i ng nhn vin hon chnh, Starbucks c th phc v 220 khch hng/ gi. Mt nh qun l lu nm ca Starbucks ni: "Chng ti s phc v khch hng trong vng 3 pht k t khi h bc vo ca hng ca chng ti, ti a l 5 pht nu ca hng bn rn". Mi nhn vin u bit s khc bit gia mt ly cappuccino v mt ly latte. Cc ung ca Starbucks c cng thc khc nhau mt cch khoa hc, trong khi mt s ca hng c ph th ch lm nhi li chng. c tr thnh mt nhn vin pha c ph c chng nhn, cc ng vin phi rt thnh cng mt cc cappuccino, thnh cng hay khng s c nh gi qua mt chic my o in t hay mt chic cc c thang o th tch. Starbucks khng bao gi phc v c ph qu 30 pht Nhn vin pha ch lm 4 m c ph 1 lc, c mi 15 pht th li thay mt m mi v khng bao gi 1 cc c ph qu 30 pht. H lm vic ny ngay c trong gi ngh, th rng c ph i ch khng bao gi phc v ngui cho khch hng. H cng thc hin mt ch thi gian cho c ph , tr v cc mn bnh, m bo rng mi th u c hng v ti mi. Ca hng tuyn b phc v 87.000 ung kt hp khc nhau, v cc nhn vin pha ch no cng c th lm bt c mt loi no trong s m khng h nao nng. Cc nhn vin pha ch qun l nhng n hng phc tp bng phng php tc k sng to ca Starbucks, hay cn gi l M ID ung, c vit trn nhn ca mi cc. V d: mt cc Frappuccino long vi gp i vn s c la c k hiu l DCCFL (Double Chocolate Chip Light Frappuccino) Pha ch vin ca Starbucks phi tri qua 30 gi o to v tt c mi th t k thut pha Frappuccino n ngun gc ca ht c ph. Hu ht cc ca hng c nng cp my pha c ph Mastrena ca Thy S, vn c thit k to ra espresso ng nht, cht lng cao nht c mt khng hai Mt s ca hng chn lc c my pha c ph n Clover cht lng hng u, my ny c th pha ch nhng cc c ph ngon nht m bn tng thng thc Pha ch vin lm vic ti thiu 20h/tun u c cp bo him sc khe. Khch hng c th tr tin qua in thoi iPhone hay Blackberry ca h Starbucks cung cp WiFi min ph, v khng c bt c hn cht s dng laptop no.

Nhng thnh cng c th k n ca cng ty l vn ln hng ln nht th gii. Thu nhp 9.77 t , li thc l 391 triu , tng s ti sn ln ti 5,58 t , ti sn c phn 3,05 t v s hu 128,898 nhn vin (2009) II. BNG KHO ST: BNG KHO ST TH HIU CAF CA NGI TPHCM i tng kho st: Khch ti cc qun c ph S lng: 500 a im: 1. Gc caf Hn Thuyn (Hn Thuyn, qun 1 100 phiu) 2. Delizia (Trn K Xng, qun Ph Nhun 100 phiu) 3. Coffee House (D2, qun Bnh Thnh 100 phiu) 4. Caf Trung Nguyn (Phm Ngc Thch, qun 3 100 phiu) 5. Ct ng (S Vn Hnh, qun 10 100 phiu)

MARKETING CN BN

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1. Bn bao nhiu tui? a. 18-25 tui b. 25-30 tui c. 30-35 tui d. 35-40 tui 2. Ngh nghip ca bn: a. Sinh vin b. Nhn vin vn phng c. Doanh nhn d. Khc 3. Thu nhp c hiu l lng nu bni lm v l tin tr cp t gia nh v tin lm thm nu bn l sinh vin. Thu nhp hng thng ca bn khong: a. < 3 triu (49) b. 3-5 triu (92) c. 5-10 triu (245) d. 10-20 triu (80) e. trn 20 triu (34) 4. Khi hp mt bn b bn thng i u nht? a. qun c ph b. karaoke c. nh hng d. khc 5. Mc i qun c ph ca bn: a. > 10 ln / thng b. 6 9 ln / thng c. 2- 5 ln / thng d. < 2 ln / thng 6. Bn thch ung loi c ph no nht:

a. C ph phin b. C ph (nh cappuccino, espresso,) c. Frappuccino: caf xay d. Caf ho tan 7. Phong cch qun c ph a thch ca bn (c th chn nhiu p n): a. H thng qun ca Gloria Jeans, Highland, NYDC b. C ph vn phng nh Trung Nguyn, Ct ng, Soho c. Cc qun dnh cho gii tr nh Napoli, Delizia, Trm d. Cc qun c ph bnh dn e. Qun cc f. C ph take-away 8. Bn sn lng chi bao nhiu cho mt li c ph thm ngon cht lng? a. < 10,000 b. 10,000 25,000 c. 25,000 50,000 d. 50,000 100,000 e. >100,000 9. Tiu ch chn qun c ph ca bn: a. Phong cch qun b. Cht lng thc ung c. Gi c d. Cht lng dch v e. Thc n 10. Bn cm thy thoi mi hn khi i qun c ph dng: a. Trong cc trung tm thng mi

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b. Cc ca hng c lp 11. Bn thng n qun c ph (c th chn nhiu p n): a. Th gin b. Hp mt bn b c. Thng thc c ph d. Lm vic 12. Khi n qun c ph bn mun: a. c phc v b. T phc v 13. Bn mun ung c ph: a. Ti qun b. Mang v

14. Bn thch ung c ph vo lc no? a. Sng b. Tra chiu c. Ti 15. Bn mong mun cc dch v km theo no khi n qun c ph? (c th chn nhiu p n) a. Internet b. TV c. Nhc sng d. Nhc CD 16. Bn c bit Starbucks khng? a. C b. Khng 17. Nu Starbucks vo TPHCM bn c sn lng nm th khng? a. C b. Khng

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III.

MC TIU MARKETING: Gim c iu hnh hng c ph danh ting Starbucks Howard Schultz cho hay c k hoch tin vo th trng Vit Nam nm 2013. Theo hng tin AP (Associated Press) , thng hiu c ph khng l c ngun gc t thnh ph Seattle ni cng ty ang phn nh th trng kinh doanh ca mnh vo ba khu vc: chu , chu M v tng hp khu vc chu u, Trung ng v chu Phi. Chng ti vn ang thi k u trong giai on pht trin c th khai thc nhng li th m th trng Chu c th mang li cho cng ty. R rng Chu l mt c hi tng trng to ln i vi cng ty trn c s tip tc pht trin trong tng lai. Ti th trng Vit Nam hin nay, ngi tiu dng bt u lm quen vi cc chui ca hng c ph thng hiu nc ngoi nh Gloria Jeans, Coffee Beans, Illy s... hin xut hin ngy cng nhiu trong cc trung tm thnh ph. Nhng loi hnh ca hng c ph ny tr nn quen thuc v c n nhn bi tng lp thng lu, gii vn phng v c bit l gii tr Mc d c coi l mt trong nhng nn kinh t c tc pht trin nhanh trong khu vc nhng Vit Nam tr hon rt nhiu cc loi hnh nhng quyn thng hiu trong lnh vc kinh doanh thc n nhanh nh Burger King, Mc Donald s. Mc tiu ca Starbucks l mun thm nhp vo Vit Nam th trng c lng xut khu c ph ln th 2 th gii. y c th xem l u th cho cng ty v h c th mua v gii thiu loi c ph ca chnh t nc Vit Nam bn cnh vic by bn cc loi c ph c trng ca mnh v cc loi ni ting khc trn th gii. Bn cnh n lc nng cao li nhun v doanh thu, Starbucks cng mun gii thiu n Vit Nam phong cch ch bin v phc v chuyn nghip ca bn thn h - iu em li thnh cng khng nh trong vic nh v thng hiu ca Starbucks trn ton th gii. Mc tiu nh v thng hiu: B Annie Young-Scrivner Gim c Marketing ton cu ca Starbucks va qua pht biu trn tp ch Forbes rng vic quan tm ch n tng c nhn khch hng s l mt yu t quan trng trong chin lc marketing. Mc tiu chnh yu ca Starbucks l thit lp mt gi tr nh v r rng v ph hp cho tt c cc i tng c ng v khch hng. B Young-Scrivner cho bit thm: Chng ti trn tr rt nhiu v nhng gi tr thng hiu ct l i m chng ti ang mang li cho khch hng, c bit l tnh nhn bn. Chng ti cao vic thit lp cc mi quan h vi khch hng, vi cng ng v tt nhin, c c cc i tc ca chng ti na. V mc tiu nh v thng hiu ca Starbucks khi dn thn vo th trng Vit Nam l khng ngoi l.

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IV.

PHN TCH TNH HNH TH TRNG:

nh gi th hiu ngi tiu dng caf:


Theo nhng kho st trc : Kt qu iu tra t 540 gia nh, 60 ngi ung c ph ti qun v 40 qun c ph ti H Ni v Tp.HCM do Vin Chnh sch v chin lc pht trin nng nghip nng thn thc hin cho thy, tiu dng c ph vn tng ln c lng v gi tr. Kho st t Vin ny cho thy khch hng tui thanh nin v v thnh nin c mc tng tiu th c ph nhanh nht, c v c ph bt v c ph ha tan. Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm tui gi tng mc tiu th rt t v ch tng lng tiu th c ph bt. Min Nam c lng tiu th cao gp 4 - 5 ln so vi min Bc v min Trung. Kho st hai thnh ph ln cho thy, nm 2008, bnh qun mt gia nh Tp.HCM tiu dng 6,1 kg c ph/nm, cao gp 3 ln so vi H Ni. Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc li, H Ni ung ti nh nhiu hn v c mt nhm ng k ung vn phng. Loi c ph c a chung hai thnh ph cng khc nhau. Tp.HCM ch yu dng c ph bt. T c th thy, ngi tiu dng ti TPHCM c s thch i ung caf ti qun nhiu hn, v loi caf c s ng yu thch v hay dng l caf bt c pha bng tay. Gu caf ca min Nam ni chung hay TPHCM ni ring cng nht hn so vi caf min Bc v min Trung. Theo kho st ca chng ti: C th thy th hiu ngi tiu dng caf ti TPHCM cng khng nm ngoi nhng kt qu trc . Khi kho st ti nhng qun caf trn a bn thnh ph, ta c th nhn thy i tng n qun hu ht l nhng ngi tr, la tui teen, thanh thiu nin (57,4%) trong tui t 18 n 30. Trong nhn vin vn phng v sinh vin chim a s (ln lt chim 34,6% v 19,6%). Ngi thnh ph cng a chung thng thc caf bn ngoi hn l nh khi c ti 58,4% ngi khi c hi u tr li thch hp mt bn b ti nhng qun caf v ti 42,6% ngi i caf vi mc 6-9 ln/thng v 21,2% l trn 10 ln/thng, cng l hai phng n c la chn nhiu nht trong cuc kho st. V chng loi, ngi tiu dng TPHCM a phn vn a chung loi caf truyn thng l caf bt pha phin ca Vit Nam, chim ti 54,2%. Cc loi caf hay caf pha theo kiu M tuy mang ti hng v mi l nhng vn cha chim c th phn ln trong thi quen tiu dng ca
gii tr, ch chim t 18 n khong 19%.

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Phong cch qun c ph a thch ca bn


250 200 150 100 50 0 H thng ca C ph vn Qun dnh Cc qun c phng hng caf cho gii tr ph bnh dn Qun cc C ph takeaway Phong cch qun

V phong cch qun caf yu thch, nhiu nht l dng caf qun cc, va h vi 43% ngi c hi la chn. Cng chim t l cao l dng qun caf vn phng nh Trung Nguyn, Ct ng, Soho,vi 40,2%. cng l iu d hiu bi i tng thng xuyn i caf l cc bn sinh vin, thanh nin vi ti tin cn eo hp v nhn vin vn phng cn ni yn tnh, lch s hp mt, lm vic,Cc qun caf ngh thut dnh cho gii tr, c u t k vo kin trc v cc hot ng km theo nh ht live, caf sch, v chn dung, xem phim, din kch,nh Delizia, Trm, Chn dung, Gc hoa,tuy xut hin ngy cng nhiu nhng dng nh cha c u i bng cc qun caf bnh dn, hp ti tin v gn nh cho mt ba sng ngi nhm nhi c bo. Minh chng l ch c 24,4% dnh cho caf ngh thut so vi caf bnh dn ti 37,4%. Nhng h thng caf nc ngoi nh NYDC, Gloria Jeans, Highland, vn cn chim mt t l thp trong thi quen tiu dng ca ngi Vit Nam, kho st cho thy ch c 17,6% ngi yu thch. Dch v caf mang v (take-away) ang c xu hng tng, t l tng i 18,4% th hin nhu cu khch hng l cn mt dch v nhanh chng, tin li v tit kim c thi gian .

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V thu nhp ca ngi dn c kho st, v i tng nhn vin vn phng chim s lng ln nht nn cng l iu d hiu khi mc lng trung bnh 5-10 triu chim t l cao nht: 49%. T l cao th hai l mc lng thp hn, 3-5 triu, chim 18,4%. Mc thu nhp cao trn 20 triu rt t, ch con s 6,8%. Vi mc lng trung bnh nh vy, c th l gii v sao gu caf ca ngi dn TPHCM li tp trung vo cc qun cc v caf bnh dn, hnh thc ny c coi l va kinh t m vn c th t do thoi mi t tp bn b.

Tiu ch chn qun c ph ca bn


300 250 200 150 Tiu ch 100 50 0 Phong cch qun Cht lng cht ung Gi c Cht lng dch v Thc n

Khi c hi bn sn lng chi bao nhiu cho mt ly c ph thm ngon cht lng th mc gi c nhiu s chp nhn nht l 25000-50000, chim 37,2%. Mc gi ny c th xem l hp l trong thi bui bo gi hin nay. Mc gi khch hng c th chi tr ng th hai l 50000100000, chim 28,2%. Nh vy, tuy thi quen ca ngi tiu dng TPHCM l ung caf nhng qun bnh dn, gi r v nhanh gn nhng h vn sn sng chi t 50000 tr ln cho mt ly c ph thm ngon, cht lng. Tuy khng mc thng xuyn nhng vi mc ghin caf v snh iu ca ngi dn thnh ph, h vn sn lng ni lng hu bao ca mnh t thng cho mnh nhng li caf ngon trong nhng qun caf cao cp. Cng theo kt qu kho st, a phn ngi tiu dng thch ung caf vo bui sng, thi im nhm nhi ly caf cho mt ngy mi tnh to, c bo, tn gu v th nh l bui ti, thi gian thch hp cho nhng cuc vui chi, hp mt bn b. Thm vo , gii tr thch n nhng qun caf c lp bn ngoi hn l trong nhng trung tm thng mi, chim t l cao hn rt nhiu l

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77,8%. C th l gii iu ny l v h thch mt khng gian ring hn l trong mt khu vc tp np v ng ngi. iu minh chng qua tiu ch chn qun caf, phong cch qun l tiu ch ng th hai sau gi c, vi t l ln lt l 43,4% v 49,8%. Bn cnh thc n cng l mt tiu ch quan trng khch hng xem xt. Khi n qun caf, 77,2% ngi c hi mun c phc v, trong khi ch c 22,8% mun t phc v. Thm vo , ngi tiu dng cng mun dng caf ti qun hn l mang v, t l mun thng thc ti qun chim t l p o vi 69,8%. V cc dch v km theo khch hng mong ch nhn c ti qun caf, cao nht l nhu cu c Internet wifi, cng d hiu v i tng chnh ti qun l sinh vin v nhn vin cng s, nhng ngi rt cn Internet ngi hc tp v lm vic. C th l ngoi hp mt bn b, mc ch n qun caf lm vic chim t l cao th hai vi 24,4%. Nhc sng cng l mt yu t khin nhiu ngi ch v ai cng hy vng c c mt bui i chi va gii tr va th gin sau nhng gi hc v lm vic cng thng, dch v ny cng chim ti 48,6%. Vy c th tm gn li th hiu ngi tiu dng caf ti TPHCM m phn ln l ngi tui thanh thiu nin l h thch dng caf phin truyn thng, gi c tng i, bn nhng qun cc va h hoc nhg qun cafe vn phng, caf c kin trc ngh thut v c phc v chu o. Gi c v phong cch qun l tiu ch hng u h la chn a im lui ti. Thc n a dng cng l mt im cn lu . Tuy nhin h vn sn sng tr tin cao hn cho nhng hng v caf cht lng. Mc ch n qun ca h thng l cho nhng cuc hp mt bn b v lm vic, v vy nhu cu Internet v m nhc rt c cao.

nh gi i th cnh tranh:
Khng th thng k chnh xc hin nay trn a bn thnh ph H Chi Minh c bao nhiu qun c ph cc loi. Xt v cnh tranh theo ngnh th nhn chung c th chia dch v cung cp thc ung c ph thnh 6 loi chnh, cn c vo phong cch phc v ca qun cung cp dch v. l chui ca hng nh Gloria Jeans, NYDC, c ph vn phng nh Trung Nguyn, Soho, cc qun nh theo nhng phong cch c bit khc nhau nh Floramisu, Delizia, cc qun bnh dn, cc qun cc v cc qun take-away. Theo nh gi th hiu ngi tiu dng trn, cc qun c ph l ng (qun cc) nhn c s yu thch nhiu nht vi 215 ngi trong tng s 500 ngi c kho st, chim 43%. Mt phong cch khc cng chim c nhiu tnh cm ca khch hng l h thng c ph vn phng vi 40.2% khch hng a lui ti. 2 phong cch
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phc v c ph i lp nhau nhng u nhn c s quan tm a thch ln ca khch hng ny chnh l iu Starbucks cn lu tm nht trong chin lc thm nhp vo TPHCM. Cc qun cc thng khng c khng gian c th, c cc l ng. Ch cn vi ci bn, vi ci gh nh, ch nhn ca cc xe pha thc ung lu ng c th phc v khch hng. Thm ch l khng cn bn gh, ch ngi chnh l nhng g xi mng nh ng Hn Thuyn gc cng vin 30/4. Gi 1 ly c ph nhng qun ny trung bnh ch 7000 ng. S d t c mc gi thp nh vy v nhng ngi bn hon ton khng phi tr ph thu mt bng, ph thu nhn vin Nu coi trng cht lng c ph th nhng ni ny khng phi l s la chn l tng. iu nu chn khch chnh l mc gi qu r trn cng mt tm nhn thoi mi ngm khung cnh ng ph nhn nhp. Khch hng ca nhng qun ny gm cc thnh phn t bc xe m n cng chc, trong thnh phn sinh vin chim a s. Phong cch ngi bt l ng v mc gi qu r trn hon ton khng phi l iu m Starbucks hng n. Tuy nhin mt a im t ca hng to c cho khch hng tm nhn thong ng l mt iu Starbucks cn hc tp nu mun chinh phc th trng TPHCM. V phn cc qun c ph m gii vn phng thng lui ti, gi thng mc trn 25,000 ng/ly. Chng hn c ph Trung Nguyn gi trung bnh 40,000 ng, c ph Ct ng gi trung bnh 30,000 ng Loi qun ny ch trng vo phong cch thanh lch c phn sang trng. Nhiu qun cn phc v cm tra vn phng. Vi khong thi gian ngh tra hn hp, gi c cc mn li phi chng (15,000 30,000 ng), cht lng chp nhn c, khng gian mt m, lch s, dch v cm tra vn phng l mt im cng cho cc qun c ph vn phng khi tr thnh s la chn ca ng o cc nhn vin vn phng. Loi hnh qun bnh dn cng nhn c nhiu s quan tm ca khch hng. C th coi y l dng nng cp ca cc qun cc. So vi cc qun cc, loi hnh ny c khng gian c th, tuy khng ch trng lm vo cch bi tr to phong cch tht ring bit nhng gi c vn mc phi chng (10,000 - 20,000 ng) nn vn l s la chn ca mt s ng khch hng. Theo nh gi th hiu ngi tiu dng trn, c 37.4% ngi c kho st thch n cc qun c ph bnh dn. Cc qun ny hot ng si ni vo thi gian din ra cc gii bng ln nh World Cup, Sea Games, gii Ngoi hng Anh Vi mc gi tt, li c ha mnh vo khng kh bng , cc qun ny l s la chn hng u ca cc fan bng cung nhit. H c th n ung vi li c ph v ngi thu m n khi trn u kt thc m khng h b phn nn cng nh khng phi

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rt nhiu hu bao. Tuy nhin ngoi cc ma gii th hot ng c phn lng l bi phong cch cng nh cht thc ung khng c g c bit gy ting vang. Mt loi hnh qun tuy hin ti cha phi l s la s mt ca khch hng nhng cng c th c xp loi i th tng i nng k khi Starbucks bc vo TPHCM: cc qun c phong cch bi tr rt ring bit hng n nhng i tng ngi tr khc nhau, nh Floramisu, Trm, Du Min, Lumineux Bi theo kt qu nh gi th hiu ngi tiu dng trn, lng khch hng la chn qun da trn tiu ch phong cch ca qun chim n 43.4%, ch km tiu ch gi c mt cht (49.8%) v vt xa tiu ch cht lng thc ung (28.6%). Khng ch c phong cch bi tr khc bit, cc qun ny cng c mt s loi thc ung c trng bn cnh c ph v cn phc v cc mn n nh ngon v l, em n cho khch hng s la chn a dng. Vi mc gi chp nhn c (tm 40,000 ng), cc qun loi ny l ni cc bn tr am m phong cch thng xuyn lui ti. Kiu ung c ph cng kh c a chung TPHCM hin nay l c ph take-away (c ph mang v). y l kiu ung c ph theo phong cch Ty. Trc y ch c nhng thng hiu ni ting nh Coffee Bean, Gloria Jeans, Angel in Us hay ILLY phc v loi hnh ny vi gi kh cao (trn 65,000 ng/ly). Gi y, vi s tham gia ca nhng thng hiu c ph Vit Nam, mc gi ca 1 ly c ph em v r i rt nhiu, dao ng t 12,000 25,000 ng. Cc thc ung tiu biu ca dng ny l Cappuccino, Latte, Mocha, Chocolate xay, cc loi Yogurt, c bit l cc lai nc Soda vi hnh thc rt bt mt. loi hnh c ph ny, nhn hiu Effoc c yu thch nht vi 35.12% ngi c hi thch hiu c ph ny (theo kt qu kho st ca diadiemanuong.com). Do c trng take away nn khng gian qun thng khng ln, thit k qun cng khng qu c bit phong cch, vi ni cng c ch cho khch ngi li nhng khng phi dng ngi lu nhm nhi. Mc gi phi chng, cc sn phm c ph ngon v a dng nhng do vo TPHCM cha lu, khch hng cha quen lm vi loi hnh ny (ch 18.4% khch hng thch n cc qun take-away) v mc ch n qun ch yu ca khch hng l hp mt bn b (52.6%) nn loi hnh ny cha tr nn tht ph bin rng ri. Chui nh hng c ph du nhp t nc ngoi nh Gloria Jeans, NYDC nhn c s a thch vi mc xp x vi loi hnh take-away (17.6%). Cc qun loi ny c gi tng i cao, thng trn 60,000 ng/ly, tp trung cc qun trung tm (qun 1, 3). Thit k qun cng to cm gic thanh lch, sang trng nh nhm cc qun Trung Nguyn, Highlands Tuy nhin loi hnh phc v ca cc nh hng c ph ny l khch hng t phc v (self-service): Khi vo,
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khch phi xp hng quy, xem menu ri order, thanh ton ti quy, n cui quy nhn thc ung. Khi ra v, theo ng phong cch self-service th khch s t mang ly ca mnh i b v dn sch rc bn mnh nhng v khch Vit Nam ni chung v TPHCM ni ring cha quen nn khon thu dn khi v s ty thuc thc khch hng. L loi hnh c ph hng sang, li theo phong cch self-service cn kh mi m TPHCM, trong khi mc gi c nhiu khch hng chp nhn nht l 25,000 50,000 ng (37.2%) v c n 77.2% khch n qun mun c phc v th khch hng m loi hnh c ph ny phc v ch yu l nhng ngi Vit kh gi v khch nc ngoi. Xt v cnh tranh theo nhn hiu th cn lu nht nhn hiu c ph trong nc v nc ngoi c yu thch nht ti TPHCM. V pha trong nc, c ph Trung Nguyn l nhn hiu ni a c a thch nht. Trung Nguyn khi nghip nm 1996 Bun Ma Thut, c mt TPHCM t nm 1998 v hin ti khp TPHCM c hng trm qun c ph Trung Nguyn. T nm 2005 nhn hiu ny cn c nhng quyn ra cc nc Nht Bn, Singapore, Thi Lan, Campuchia, Trung Quc, Ucraine, M, Ba Lan. Nhng thng hiu ny c phn ang tr nn m nht i. Trung Nguyn tng c mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. Chnh cng tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh a Trung Nguyn tr thnh cn st thi im my nm trc. Trong nhng nm u thnh lp, c rt nhiu bi vit, phng s... v hin tng c ph ny v hu nh 100% cc bi vit u mang ni dung tch cc. Gi y, mi quan tm ca bo ch i vi Trung Nguyn ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn quen thuc. R rng l cnh bum thng hiu Trung Nguyn ang rt cn lung gi marketing mi. Bn cnh , cc ca hng nhng quyn ca Trung Nguyn khng ng nht vi nhau t khng gian bi tr, cht lng c ph n gi c v cung cch phc v. S chnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh Trung Nguyn trong tm tr khch hng. Bn cnh Trung Nguyn, gn y thng hiu Highlands ni ln l mt hin tng trong lng c ph Vit Nam. Khch hng cm nhn c chuyn nghip trong phc v, khng gian hin i, m nhc hi ha v nht l cht lng c ph c nh gi l ngon nhng qun Highlands. Nhn hiu ny thuc s hu ca Cng ty c phn Vit Thi Quc T (VTI) lm nhiu ngi nhm tng chui qun Highlands Coffee c nhng quyn t nc ngoi v bi cc ca hng c phong cch rt Ty, chn nhng v tr cao c sang trng nht by hng v i ng phc v chuyn nghip khng

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thua nhng ni nhng quyn thng hiu c ph nc ngoi. Tuy nhin vn thiu bn sc, trit l ring tr nn tht khc bit so vi nhng i th nc ngoi. V phn cc nhn hiu c nhng quyn kinh doanh t nc ngoi c m hnh kinh doanh tng t Starbucks, hin nay TPHCM ni ln cc tn tui nh Gloria Jeans, NYDC, Coffee Bean Yu t thnh cng ca nhm ny chnh l cht lng, th phn tp trung vo ngi nc ngoi, nhm khch hng ngi Vit c thu nhp cao. Do m hnh kinh doanh kh tng t, li cng l nhn hiu ngoi nh Starbucks, c th ni nhng qun c ph ny l i th nng k nht khi Starbucks bc vo TPHCM. Bi d Starbucks l thng hiu c ph ni ting ton th gii nhng nhng Coffee Beans, Gloria Jeans, Illy vn l cc tin bi ca Starbucks TPHCM t nhiu quen mt v chim c tnh cm nht nh ca khch hng v hn ht, c n 60.6% ngi c kho st khng h bit n ngi khng l Starbucks v con s thng k 38.6% khch hng khng sn lng nm th Starbucks khi nhn hiu ny n TPHCM cng khng phi l con s nh c th b qua.

nh gi tnh kh thi:
Caf ang ngy cng tr nn ph bin trong cuc sng hin i. Rt nhiu cc bn sinh vin, nhn vin vn phng , cc doanh nhn, thng thc caf hng ngy. Tim nng v khch hng lnh vc kinh doanh ny l rt ln. Trong thi bui gi c th trng leo thang nh hin nay th vic thng thc mt ly caf ngon, cht lng vi mc gi va phi kh ph bin i a s. V th cc qun caf vi gi c hp l c u tin la chn. Nhng khng c ngha l cc qun caf cao cp vi mc gi kh cao li khng c ch ng trong th trng. Ngc li, y l minh ha cho cu Tin no ca ny, nhng qun caf nh vy li c cht lng cao v dch v, phong cch, menu a dng vi thc phm v ung lun m bo v cht lng, l s la chn ca cc bn tr vi mc thu nhp cao. Starbucks l mt ca hng caf nh th. Cng ty c th u t mnh vo gii khch hng thng lu v c nhng bn tr thu nhp trung bnh. Bi vi tnh cch lun mun th nghim v khm ph ci mi ca h, vic sn sng chi mt s tin cao hn bnh thng mt ln cho bit mi v thng hiu caf ni ting th gii l iu gn nh chc chn. Sau chnh cht lng thc ung v mn n cng cht lng dch v ca ca hng s l yu t quyt nh gi chn nhm khch hng ny. Thm vo , Vit Nam ngy cng pht trin v TPHCM li l trung tm kinh t, vn ha, x hi ca c nc. Thu nhp v mc sng ca ngi dn v th ngy cng

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c nng cao nn t l ngi c kh nng chi tr cho nhng phng tin gii tr, tinh thn nh ung caf ti nhng qun hin i ngy cng tng mnh. Vi mc sng ngy cng hin i, cc qun caf ngy cng phi c u t v c s vt cht ln i ng nhn vin chuyn nghip, v phong cch phc v v cc dch v tin ch trong qun ( nh Internet, Wifi, nhc sng...) l cc tiu ch chn a im ca khch hng bn cnh gi c. Nn vic cc qun c cht lng c ph cao, gi c hp l, phong cch phc v tt, a im p, c s vt cht c u t cao s l mt trong nhng im n khng th b qua i vi cc bn tr. Starbucks c y nhng t cht trn vi mt i ng nhn vin c hun luyn bi bn, chuyn nghip v vn u t rt ln nn c s vt cht cao l iu chc chn. Starbucks l biu tng rt ni ting v quen thuc i vi mi ngi trn th gii, th nhng s lng ngi Vit Nam bit n nhn hiu ny li cha nhiu, ch c 197 trn 500 ngi c kho st, chim 39,4%. Vic Starbuck vo Vit Nam c c ngi Vit n nhn khng l mt cu hi cn cha c cu tr li chc chc nhng vi s ng cc bn tr, nhng ngi lun mun khm ph, thay i, th h sn sng n nhn vi t l 307/500 ngi, chim ti 61,4%. Nhng thng hiu nh NYDC, Gloria Jeans to c ch ng trn th trng v c khng t ngi bit n mi khi nhc ti mt tch Capuchino hay Espresso. Vy th Starbucks, vi thnh cng v nng lc hng u trong ngnh cng nghip c ph hon ton c th tin tng vo tnh kh thi khi thm nhp vo th trng Vit Nam. V. PHN KHC TH TRNG LA CHN TH TRNG MC TIU:
C Khng

Nu Starbucks vo thnh ph, Bn c sn lng nm khng ?

Phn khc th trng


Starbucks l mt cng ty m bao trm l s a dng,khnghn ch phn onth trng thnh nhn khu hc, hnh vi, hoca l c th. TiStarbucksmi khch hng lun c i xbnh ng. Nhng qung co ca Starbucks lun c xem xt trc nhng vn nhy cm. Trong x hi lun c nhng lung thnh kin mnh m v vn tn gio, chng tc, tui tc, chnh tr,

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tin bcv rt nhiu iu c th lm nh hng n cc cng ng khc nhau. V vy Starbucks phi lun hng n nhiu i tng khc nhau k c tr em , ngi dn tc thiu s. Tuy nhin, nu Starbucks ang hng n th trng Vit Nam, vic phn khc th trng s mang rt nhiu ngha. Vit Nam l t nc c mc thu nhp u ngi thp, s nhy cm v tn gio v chng tc khng mnh m, thi quen ung c ph cng rt khcHn na, Vit Nam l nc xut khu c ph th 2 trn th gii, v trong nc cng c cc hng c ph ln nh Trung Nguyn, v cc thng hiu thm nhp VN rt thnh cng nh Gloria Jean s, NYDC . mang tnh cnh tranh kh mnh m. Chng ti tin hnh phn khc th trng nh sau: Nhn khu hc: Tui :di 18 tui, t 18-25 tui, t 25-30 tui, t 30 40 tui Thu nhp: t 3tr-5tr, t 5tr-10tr, t 10tr- 20tr, trn 30tr. Ngh nghip: sinh vin, nhn vin vn phng, doanh nhn, khc. Hnh vi: Mc sn sng chp nhn sn phm: bit, cha bit Cng dng coffee: hng ngy, hng tun, hng thng, him khi. Li ch tm kim: cht lng, dch v (phong cch qun), kinh t (gi c). L do mua sn phm: th gin, hp mt bn b, lm vic, thng thc c ph.

La chn th trng mc tiu:


Qua vic phn khc th trng v tin hnh kho st ti cc qun caf trong thnh ph, StarBuck a ra cc th trng mc tiu: Khch hng vi tui t 25-30 chim s ng trong nhng ngi c kho st (33%), v th, y l mc tiu quan trng cn hng n ca StarBuck, v gi ca mt ly StarBuck l kh cao so vi th trng, nn cng ty s hng n nhng khch hng c thu nhp trn 10 triu/thng, c vic lm n nh. Vi cc khch hng tui t 30-40, cng ty s hng ti cc nhn vin vn phng, v nhu cu caf ca h l kh ln, thu nhp tt nhng vi qu thi gian hn hp, h cn nhng sn phm c th mang i c, y l mt li th ln ca StarBuck vi loi hnh take away vi ly nha kiu

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dng bt mt, v phong cch. Vi cc khch hng ny, StarBuck cn pht trin h thng giao hng v m nhiu ca hng ti trung tm thnh ph ni t tr s ca nhiu vn phng. Mt th trng na khng th b qua l gii tr t 18-25 tui, v cc khch hng c thu nhp trung bnh t 3-5 triu thng c s thch ung caf, v y l lng khch hng ng o chim phn ln vit nam (49%).

nh v sn phm:
Trung thnh vi tiu ch ly cht lng lm nn tng xy dng thng hiu, StarBuck quyt nh trung thnh vi sn phm caf gi cao, tuy phn ln s ngi c kho st cho rng gi c l iu h quan tm n u tin khi ung caf, nhng vi StarBuck, gi tr thng hiu v cht lng sn phm mi ph hp vi th trng caf qu ngt ngt vi nhiu nhn hiu caf gi r v cht lng trung bnh. Tn dng trit cc im mnh v cht lng sn phm, thit k bt mt, StarBuck chim lnh phn khc th trng caf gi cao, y mnh qu trnh marketing vi slogan caf phong cch m th hin gi tr thng hiu, khi nhc n StarBuck, khc hng s nh n cht lng ho hng t phong cch phc v n sn phm. Qua , m bo duy tr lng khc hng mc tiu v thu ht s am m t cc khch hng phn khc khc.

SO HO L

SB GJ

EF O CO C

DE L

CH

HG

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CH THCH: SO: soho caf GJ: Gloria Jeans SB: Starbuck caf CO: cc qun caf cc VI. MARKETING MIX: De: Delizia EF: effoc CH: country house HG: highland coffee

Sn Phm:
Caf Starbucks ni ting khp th gii, tuy nhin do cha du nhp vo Vit nam nn s ngi Vit bit n thng hiu Starbucks cn kh hn ch. Theo nghin cu th trng nhng khu vc qun caf ng khch th s lng ngi ung caf bit n Starbucks ch khong 40%. Tuy nhin, phn ln ngi Vit nam ung caf rt sn lng thng thc thng hiu caf ni ting ny. Chnh v vy,vic pht trin thng hiu Starbucks bc u thm nhp v th trng Vit nam l rt quan trng. Trc ht, Starbuck inh v sn phm nh cc ly caf ho hng phong cch M ti cc qun caf sang trng v thc n phong ph. Cc chuyn gia thng thc caf ti TP. H Ch Minh vn qu quen thuc vi khu v caf theo phong cch c ph phin. cnh tranh vi iu , Starbuck cho thy gi tr trong caf chnh l hng v caf c ch bin theo phong cch M. Chnh gi tr vn c trong caf mang nhn hiu Starbuck ny s em n s t m hay nhng hng v mi, tri nghim mi cho nhng khch hng snh caf ny. Bn cnh , Starbuck cn phi s dng chnh sc mnh vn c ca mnh l hnh nh ca chic ly mang phong cch nng ng, nhng cng khng km phn sang trng lm ni bt ci gi tr hin thc cho khch hng thch thng thc caf. Khng nhng th, khch hng cn c thng thc ci phong cch caf hin ai thng qua nhng chic ly. Ngoi ra, Starbuck s phi duy tr thc n phong ph t caf theo phong cch M nh caf latte, mocha cho ti cc loi tr nh chai tea s anh trng tm l ca ngi a thch tiu dng caf ti tp. H Ch Minh. V vy Starbucks cn pht huy ti a v hiu qu nhng im mnh t cc sn phm ca mnh v thng qua qung co n gn hn vi ngi tiu dng.

Chin lc nh gi:

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Vi s nh v thng hiu, Starbuck i theo con ng xc inh gi theo s cm nhn ca khch hng". Vi thc t thu nhp trung bnh ca ngi Vit Nam thp so vi cac nc khac, nhng th trng mc tiu m starbuck hng ti l ngi c thu nhp cao. Do vic duy tr mc gi cao nh cc chi nhnh ca Starbucks ti Nht Bn, Singaporekhng nhng khng mang li nhiu bt li cho Starbucks, m ngc li cn to dng hnh nh mt qun caf sang trng dnh cho cc i tng c thu nhp tt trong x hi. Gi thp nht ca 1 ly caf cua Starbucks l 30 ngn ng v gi cao nht l 90 ngn ng ti cc th trng khc. Tuy mc gi ny khng qu thp nhng li ngang bng so vi cc i th khc ti thi trng Coffee Bean v Gloria Jeans, do nhng giai don u s l 1 li th nhng trong di hn, Starbucks cn phi nng mc gi ca mnh ln khng nh n s l thng hiu caf cao cp hng u ti Tp. H Ch Minh. Bn cnh , Starbucks cn a ra cc chng trnh khuyn mi dnh cho cc khach hng thn thit, v chnh iu ny s duy tr mc doanh thu n nh cho cc ca hng Starbucks.

Phn phi:
Starbucks cn tip tc pht huy cc th mnh trong vic la chn a im t ca hng v phong cch trang tr qun. u tin, h thng cc ca hng ri rc l 1 im mnh ca Starbucks ti TP. H Ch Minh. Vic ta lc cc ca hng Starbucks trn cc con ng trng im nm ri rc ti cc qun khc nhau nh qun 7,2, 1,3, Ph Nhun. Do Starbucks s to iu kin thun li cho khch hng d dng tip xc vi ca hng. Mt c im quan trng khc l s trang tr. Vi gam mu xanh l cy ch o v cch trang tr h thng ca hng theo 1 phong cch hin i, sang trng nh trng tm l ca th hiu ngi tiu dng caf, v nhng ngi c thu nhp cao thng thch n cc qun caf sang trng c nh gi ng v a v ca bn thn, cc bn tr nng ng th thch cc phong cch hin i Mt im mnh na ca Starbucks l kh nng giao hng. Vi cc i tng l nhn vin vn phng, c nim am m cafe ln v nhu cu cao th phong cch giao hng tn ni ti cc qun trung tm hay qun 7 s ha hn rt nhiu tim nng.

Xc tin h tr:
Khng ch tp trung cho cc ca hng phn phi, Starbucks cn phi s dng cng c v cng hu ch khc l qung co. Th trng qung co ca TP. H Ch Minh cng rt pht trin v l 1 cng c h tr c lc cho cc nh marketing. Vic s dng kt hp cc mu qung co trn TV
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v t chc cc s kin s l 2 hnh ng chnh m Starbucks phi thc hin ngay khi c mt ti y. Tuy th trng qung co ri vo giai on bo ha nhng vi phong cch qung co n tng m Starbuck duy tr mt thi gian di s l 1 li th. V iu quan trng hn c l cn nghin cu cc loi hnh qung co thnh cng, dy nhm chn hay ph bin ti th trng thnh ph H Ch Minh trnh lp li sai lm. Chin lc marketing cng chnh l cc chin lc sn phm, gi, phn phi v xc tin h tr. Starbuck cn phi xy dng cc chin lc cng lc v tng bc khng nh thng hiu ca mnh ngay t nhng bc u thng qua chin lc gi, cch t ca hng v thng qua truyn thng gii thiu sn phm n khch hng. The end

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VII.

PH LC: Ti liu tham kho: Bi vit Trung Nguyn: Li cnh bo t mt thng hiu ni ting- TS. ng V Thnh (bo u t) Bi vit C ph v th trng ni a Ha Minh http://vneconomy.vn/20090509112526331P0C19/ca-phe-va-thi-truong-noi-dia.htm http://www.marketingchienluoc.com/nhuong-quyen-cua-hang-ca-phe-thuong-hieu-vn-con-dungngoai.html ghiencaphe.com diadiemanuong.com http://amthucgiaitri.com/am-thuc/103-so-sanh-gloria-jeans-the-coffee-bean-tea-lea-angel-uscoffee.html http://www.scribd.com/doc/9683015/Starbucks-Campaign-Market-Analysis

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